We've seen a lot of discourse around digital games and whether you truly own them or not over the past few years, and as spotted by one particular Xbox fan, Silent Hill F makes a specific reference to this in its latest Xbox advert.
As you can see in the ad, there's a mention underneath the "available now" banner that "buying or purchasing any digital products is a license" - a particularly prominent way of getting the message across.
The person who shared the image even highlighted how they "haven't seen it advertised like this before":
Now, as mentioned by various commenters, it seems the reason this is so prominent is because of a new California law that forces digital stores to tell customers they're only getting a license to their content. If stores want to use terms like "buy" and "purchase", it has to come with this kind of disclaimer.
Don't be surprised if more adverts along these lines keep cropping up over the months and years ahead, then, and to be honest we think it's a good thing - the more transparency these stores can provide about our purchases, the better.